WRG Creative Communication

Qatalum Inauguration Ceremony

Selected for our creativity and reputation for flawless delivery in Doha, the WRG Qatar team won the competitive tender to produce an event to announce the Qatalum brand to the nation on 12th April 2010.

Qatalum is a joint venture between Qatar Petroleum and Norwegian company Norsk Hydro. The initiative cements the already strong relations between the two energy rich nations, and in the next few years the aluminium plant will contribute a massive $1.5 billion to the Qatari economy.

WRG was tasked with transforming a very ordinary space into a spectacular venue suitable for an international VIP and media audience of 600 people. Among those invited to the event at Mesaieed Industrial City were His Highness Sheikh Hamad Bin Khalifa Al-Thani, the Emir of Qatar, and the Crown Prince Haakon of Norway.

Thinking outside the box our team set about turning the venue into a studio-style space, open plan in layout, with exhibition walls to break up the space. WRG then wrapped the entire building in a large printed graphic that featured aluminium portals through which guests entered the building. Scenic representations of bauxite, the raw mineral from which aluminium is made, flowed through the interior space, eventually turning into an aluminium set and stage.

The Inauguration ceremony featured a number of videos written, directed and filmed on location in Qatar by WRG, as well as speeches recorded by Deputy Prime Minister and Minister of Energy and Industry of Qatar, His Excellency Abdullah Bin Hamad Al-Attiyah, and Norwegian Minister of Trade and Industry, Mr Trond Giske.

Original performances by Weapons of Sound who played aluminium instruments demonstrating the use of the material in a fun and entertaining way, and a musical fusion performance from Norwegian Grammy winner Helene Bøksle and Arabian Oud player Marsel Oraji were incredibly well received by His Highness the Emir.

The Inauguration moment involved three children placing the three parts of the Qatalum logo into a podium, which then lit up in the Qatalum colours. His Highness the Emir and the Crown Prince then placed their hands onto the podium to activate a subtle reveal of the company’s strapline – Aluminium Perfection –in 3D text.

WRG also produced the gala dinner held the night before the Inauguration ceremony, the entertainers almost outnumbering the guests. Our team catered for the international audience by inviting the 95-piece Qatar Philharmonic Orchestra to play a selection of Norwegian and Arabic classical music.

WRG later revealed a 75-piece choir to sing O Fortuna from the opera Carmina Burana as the spectacular finale to a moving performance.

Qatalum Inauguration Ceremony

Selected for our creativity and reputation for flawless delivery in Doha, the WRG Qatar team won the competitive tender to produce an event to announce the Qatalum brand to the nation on 12th April 2010.

Qatalum is a joint venture between Qatar Petroleum and Norwegian company Norsk Hydro. The initiative cements the already strong relations between the two energy rich nations, and in the next few years the aluminium plant will contribute a massive $1.5 billion to the Qatari economy.

WRG was tasked with transforming a very ordinary space into a spectacular venue suitable for an international VIP and media audience of 600 people. Among those invited to the event at Mesaieed Industrial City were His Highness Sheikh Hamad Bin Khalifa Al-Thani, the Emir of Qatar, and the Crown Prince Haakon of Norway.

Thinking outside the box our team set about turning the venue into a studio-style space, open plan in layout, with exhibition walls to break up the space. WRG then wrapped the entire building in a large printed graphic that featured aluminium portals through which guests entered the building. Scenic representations of bauxite, the raw mineral from which aluminium is made, flowed through the interior space, eventually turning into an aluminium set and stage.

The Inauguration ceremony featured a number of videos written, directed and filmed on location in Qatar by WRG, as well as speeches recorded by Deputy Prime Minister and Minister of Energy and Industry of Qatar, His Excellency Abdullah Bin Hamad Al-Attiyah, and Norwegian Minister of Trade and Industry, Mr Trond Giske.

Original performances by Weapons of Sound who played aluminium instruments demonstrating the use of the material in a fun and entertaining way, and a musical fusion performance from Norwegian Grammy winner Helene Bøksle and Arabian Oud player Marsel Oraji were incredibly well received by His Highness the Emir.

The Inauguration moment involved three children placing the three parts of the Qatalum logo into a podium, which then lit up in the Qatalum colours. His Highness the Emir and the Crown Prince then placed their hands onto the podium to activate a subtle reveal of the company’s strapline – Aluminium Perfection –in 3D text.

WRG also produced the gala dinner held the night before the Inauguration ceremony, the entertainers almost outnumbering the guests. Our team catered for the international audience by inviting the 95-piece Qatar Philharmonic Orchestra to play a selection of Norwegian and Arabic classical music.

WRG later revealed a 75-piece choir to sing O Fortuna from the opera Carmina Burana as the spectacular finale to a moving performance.